Natalia Guimarães
→ Copywriter:
Otávio Mello
→ Creative Director:
Wilson Mateos, Marcelo Siqueira
To make Día de los Muertos as big a celebration in Brazil, we needed a little help from beyond — and she came to remind the living that there’s another great date to celebrate.
With a playful tone, the campaign features La Catrina in posts, videos, and interactions where she talks about the holiday’s culture, shares a José Cuervo drink recipe, and promotes brand activations. The content plays with the spirit of the date, highlighting that on Día de los Muertos, “the living always show up.”
All the visual assets for this campaign were provided by the brand’s global team.